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1 The 20th century was shaped by the rise of professionals. But now a new breed of amateurs has emerged... The Pro-Am Revolution How enthusiasts are changing our economy and society Charles Leadbeater Paul Miller

3 Acknowledgements Many people helped with the research and preparation of this report. We would like to thank David Abraham and Diane Charvet at Discovery, Alex Darlington at Orange and Nicholas Gilby at MORI, as well of course as all the Pro-Ams we interviewed in the course of the project. At Demos, Rachel McLachlan and James Wilsdon helped shape the project and Peter Macleod did invaluable and uphill work helping to gather statistics on Pro-Am activities. Helen McCarthy, Sophia Parker, Eddie Gibb and Paul Skidmore all provided helpful comments and Lisa Linklater saw the report through to publication. As always, however, all errors and omissions are our own. Charles Leadbeater Paul Miller November 2004 Demos 7

4 For me work is the oddity. Work is a kind of compromise. I do work which is as close as possible to my passions to make working tolerable. But I feel most myself when I am doing this open source stuff. When I am doing this and give it my complete and full attention then everything else around me fades away and dissolves and I become completely focused. Seb Potter, Pro-Am open source programmer When I am working on a garden it s quite tough and demanding. I do a lot of research and thinking about it. But it does not feel like work. It never feels like a chore. Dilip Lakhani, Pro-Am garden designer...climbing says more about who I am than my job. Journalism is my trade but climbing is my passion. Brendan Sheehan, Pro-Am rock climber

5 1. Pro-Am power Rap music, the Jubilee Debt Campaign, the Linux open source software movement and The Sims computer game have all left their mark on the world in the last decade. Rap infects all popular culture. The Jubilee campaign led to billions of dollars of developing world debt being written off. Linux is one of the biggest challengers to Microsoft. The Sims is one of the most popular computer games ever. These developments have one thing in common: they were all driven by Pro-Ams, innovative, committed and networked amateurs working to professional standards. This emerging group, the Pro- Ams, could have a huge influence on the shape of society in the next two decades. According to many commentators, the 1990s were a decade in which large corporations were rampant, their control over society virtually unchallenged. 1 Yet the rise of Pro-Ams suggests counter trends were at work as well. Rap started as do-it-yourself music, among lower income black men from distressed urban neighbourhoods in the US, who used their lyrics to draw attention to their feelings of anger, frustration and violence. Most Rap was originally performed by artists in their own homes, with their own inexpensive equipment. It was distributed on handmade tapes, by local independent record labels. Yet within two decades urban black music has become the dominant force in global popular culture. It is not the only Pro-Am movement transforming Demos 9

6 The Pro-Am Revolution popular music. Do-it-yourself file sharing, through Napster and its offspring, Kazaa and others, has created a peer-to-peer Pro-Am distribution system. Linux, the computer operating system, started life in September 1991, when Linus Torvalds, then a pasty-looking computer student at Helsinki University in Finland, posted the source code for his new operating system on the internet and asked his fellow software enthusiasts to make criticisms, propose improvements, take it away and tamper with it. They responded in droves. Torvalds set off a process of mass, participatory innovation among thousands of Pro- Am software programmers. Many of them program software for a living but became involved in Linux in their spare time because the spirit of collaborative problem-solving appealed so strongly. By 2004 about 20 million people around the world were using a version of Linux. There were 430 user communities in more than 72 countries and more than 120,000 registered Linux users, many of whom helped with its development. 2 Linux is just one of several internet-related innovations that have emerged from groups of Pro- Ams. 3 Half the websites on the internet depend on Pro-Am, open source Apache software. Most uses sendmail, a program created by Pro-Ams. Usenet newsgroups are supported by the hacker-created INN program and the internet s plain language address system, eg depends on the Pro-Am-created BIND program. The personal computer started life in the Pro-Am Homebrew Computer Club. 4 The Jubilee 2000 debt campaign, which changed the way we think about debt and international development, started life with one campaigner working in a shed near London s South Bank in the mid- 1990s. By the year 2000 it had a petition with 24 million signatures, had spawned a network of 69 national campaigns and mobilised hundreds of thousands of people in protest in the UK. At least US$36 billion of developing world debt has been written off as a result. No mean achievement for a campaign that was largely organised by Pro- Am campaigners, and had little formal structure and few professional staff. The Jubilee Debt Campaign as it is now known, is just one 10 Demos

7 Pro-Am power outstanding example of the way that Pro-Am political campaigners are driving single issue, pressure group politics. The massive growth in non-governmental organisations around the world in the last decade is largely due to Pro-Am political campaigners. Pro-Ams are reshaping the way democracy works. 5 Finally, take The Sims computer game. A Sims player can create their own family home on a computer and watch the inhabitants sleep, eat, argue, marry, make love, fight and die. Before the online version was shipped, the designers released tools that allowed players to create their own content for the game: furniture, accessories, even architectural styles for houses. Within a year of the game s initial release there were hundreds of independent content creators, more than 200 fan websites displaying more than half a million collectable items available to the game s millions of players. More than 90 per cent of the content in the Sims game is now created by a Pro-am sector of the Sims playing community. One estimate is that there are 30,000 Pro-Am modifications to the Sims game that can be downloaded from the internet. The Sims community is a distributed, bottom-up, self-organising body of Pro-Am knowledge, in which players are constantly training one another and innovating. 6 This is just one among many examples of how communities of Pro-Am gamers are helping to co-create the games they play. Pro-Am power is not confined to the high-tech, developed world. It also works in some of the poorest communities. Many of the social and medical advances of the twentieth century especially in health, social work, finance and education have relied on providing people with access to professional expertise: teachers deliver education, doctors cure disease. Many of these advances have bypassed people in the developing world where professionals are scarce and expensive. Professionals create a distribution bottleneck. That is why many of the most imaginative social innovations in the developing world employ Pro-Am forms of organisation. An outstanding example is Bangladesh s Grameen Bank founded in 1976 by Muhammad Yunnus, a Bangladeshi economics professor, to provide very poor people with access to microcredit to allow them Demos 11

8 The Pro-Am Revolution to improve their houses and invest in businesses. Traditional banks, reliant on professional expertise, regarded poor people seeking small loans as unprofitable. Grameen built a different model, based on Pro- Am expertise. It employs a small body of professionals who train an army of barefoot bankers. Village committees administer most of Grameen s loans. This Pro-Am workforce makes it possible to administer millions of tiny loans cost-effectively. By 2003, Grameen had lent more than US$4 billion to about 2.8 million Bangladeshis, including 570,000 mortgages to build tin roofs for huts to keep people dry during the monsoons. Had Grameen relied on traditional, professional models of organisation it would only have reached a tiny proportion of the population. 7 These five examples show that when Pro-Ams are networked together they can have a huge impact on politics and culture, economics and development. Pro-Ams can achieve things that until recently only large, professional organisations could achieve. The twentieth century was shaped by the rise of professionals in most walks of life. From education, science and medicine, to banking, business and sports, formerly amateur activities became more organised, and knowledge and procedures were codified and regulated. As professionalism grew, often with hierarchical organisations and formal systems for accrediting knowledge, so amateurs came to be seen as second-rate. Amateurism came to be to a term of derision. Professionalism was a mark of seriousness and high standards. But in the last two decades a new breed of amateur has emerged: the Pro-Am, amateurs who work to professional standards. These are not the gentlemanly amateurs of old George Orwell s blimpocracy, the men in blazers who sustained amateur cricket and athletics clubs. 8 The Pro-Ams are knowledgeable, educated, committed and networked, by new technology. The twentieth century was shaped by large hierarchical organisations with professionals at the top. Pro- Ams are creating new, distributed organisational models that will be innovative, adaptive and low-cost. An outstanding example of how Pro-Ams are transforming a field is astronomy. 12 Demos

9 Pro-Am power Pro-Am, open source astronomy On the night of 23 February 1987, light reached Earth from a star that had exploded on the edge of the Tarantula nebula 168,000 years earlier. The supernova was enormous and was the first to be witnessed by the naked eye since In the Chilean Andes, Ian Shelton, an avid amateur astronomer who was on the verge of turning professional, took a photograph with a 10 telescope. Shelton went down in history as the man who discovered supernova 1987A. 9 That night two other dedicated amateur astronomers were at work. Albert Jones, a veteran with more than half a million observations to his credit, had taken a good look at the Tarantula nebula earlier but had seen nothing unusual. Robert McNaught, another Pro-Am, photographed the explosion at UT in Australia. 10 Together these amateurs played a vital role in confirming a theory that explains what happens when a star explodes. Astrophysicists theorised that when a star explodes most of its energy is released as neutrinos, low-mass, subatomic particles which fly through planets as if they are not there. When a star explodes the neutrinos should exit at high speed and arrive on earth two hours before the light. On the night of 23 February a large storm of neutrinos from Shelton s supernova was detected by labs in the US and Japan at 7.35 UT. According to the theory the first light should have arrived at 9.35 UT. Jones checked his meticulous records and confirmed that when he was looking at Tarantula at 9.30 UT he had not seen any sign of an explosion. That meant the neutrinos had already arrived yet the light had not, just as the theory predicted. When McNaught s photograph from Australia was taken at UT, the light of the explosion was visible. A key theory explaining how the universe works had been confirmed thanks to amateurs in New Zealand and Australia, a former amateur turning professional in Chile and professional physicists in the US and Japan. These were the joint authors of the discovery made by a loosely connected Pro-Am team. As Timothy Ferris points out in Seeing in the Dark, his history of modern amateur astronomy: If one were to choose a date at which Demos 13

10 The Pro-Am Revolution astronomy shifted from the old days of solitary professionals at their telescopes to a worldwide web linking professionals and amateurs... a good candidate would be the night of February 23rd Astronomy is fast becoming a science driven by a vast open source Pro-Am movement working alongside a much smaller body of professional astronomers and astrophysicists. Amateurs laid the foundations for modern astronomy. Copernicus, who moved the sun to the centre of the universe, was only a sometime astronomer. Johannes Kepler, who discovered that the planets orbit in ellipses made most of his money from horoscopes. But by the twentieth century the pendulum had swung decisively in favour of the professionals, for one simple reason: scale. Professional astronomers had access to huge telescopes, like Jodrell Bank in the UK or the Mt Wilson Observatory near Pasedena where Howard Shapley established that the Sun is located to one edge of our galaxy and Edwin Hubble determined that the galaxies are being carried away from one another into cosmic space. Professionals probed the outer depths of space, home to the most troubling scientific mysteries. Amateurs, with their puny telescopes, concentrated on closer, well known and brighter objects. But in the last two decades three linked innovations have turned astronomy into an open source, Pro-Am activity. A disruptive innovation made powerful telescopes cheap enough for the average astronomer. John Dobson, a one-time monk and lifelong star gazer designed a crude but powerful telescope using discarded and secondhand materials. Dobson s philosophy was pure open source: To me it s not so much how big your telescope is, or how accurately your optics are, or how beautiful the pictures you can take with it; it s how many people in this vast world less privileged than you have had a chance to see through your telescope and understand this universe. 12 Dobson refused to profit from his invention, which he never patented. Soon many companies were making Dobsonian telescopes. Observers armed with a mighty Dobsonian could invade the deep space that had previously been the preserve of the professionals. Then the CCD (charged coupled device) came along, a 14 Demos

11 Pro-Am power highly light-sensitive chip, which could record very faint starlight much faster than a photograph. Amateurs who attached a CCD to a large Dobsonian found themselves with light-gathering capacity to match the giant 200 telescopes professionals had used 20 years earlier. An open source catchphrase is that many eyes make bugs shallow : the more programmers looking at a problem, the easier it is to solve. The same is true of some aspects of astronomy. Thanks to Dobsonian telescopes with CCD sensors the Earth acquired hundreds of thousands of new eyes, probing deep space, recording events that would have gone unnoticed by the much smaller body of professionals. This distributed capacity for exploration and observation was vastly enhanced by the internet. Before the internet, an amateur who had discovered something new would send a telegram to the Harvard College Observatory. Once the professionals had checked out the claim, they would mail a postcard to observatories around the world. These days if amateurs finds something interesting they can the image to friends, colleagues and professionals within minutes. Crude Dobsonian telescopes armed with CCDs have given the Earth thousands of new eyes, says Ferris; the net provided it with new optic nerves. In the 1990s, thanks to these three innovations, new forms of organisation started to emerge. Astronomy used to be done in big science research institutes. Now it is also done in Pro-Am collaboratives. Many amateurs continued to work on their own and many professionals were still ensconced in their academic institutions. But global research networks sprang up, linking professionals and amateurs with shared interests in flare stars, comets and asteroids. Pro-Am astronomers tracked the weather on Jupiter and craters on Mars as accurately as professionals. They detected echoes from colliding galaxies and more than one million Pro-Am astronomers in more than 200 countries are contributing their computers idle time to analyse data that might be evidence of extraterrestrial life. There are limits to what Pro-Ams can achieve. Amateurs do not produce new theories of astrophysics. Sometimes amateurs do not Demos 15

12 The Pro-Am Revolution know how to make sense of the data they have acquired. Yet the future of astronomy, and perhaps after it biology and other sciences, will be as a Pro-Am activity, with dedicated amateurs and professionals working in tandem, motivated by the same sense of excitement about exploring the universe. As John Lankford, a historian of science put it in Sky & Telescope magazine, the bible of US amateur astronomers: There will always remain a division of labour between professionals and amateurs. But it may be more difficult to tell the two groups apart in future. 13 Some professionals will seek to defend their endangered monopoly. The more enlightened will understand that knowledge is widely distributed, not controlled in a few ivory towers. The most powerful organisations will combine the know-how of professionals and amateurs to solve complex problems. That is true in astronomy, software development and online games. It should be the path that our health, education and welfare systems follow as well. 16 Demos

13 It was professional in the sense that I was paid, but the rates were well below Equity rates. I was running a small management consulting business at the time and I would treat going on tour like going off to do a project. Most actors have day jobs. But they work in bars or restaurants. I had a day job but it was a serious management job. For me taking time to act was an opportunity to lose money. I called myself a professional actor but in reality it was an expensive way to lose money. Alison Maguire, Pro-Am actor I didn t just want to do the kind of self-build where you hire someone else to do it for you. I wanted to get down and get muddy doing the stuff I love....even ifi do say so myself,i m somewhat above average in the DIY stakes. I can do things as well as the professionals, it just takes me a bit longer. Ben Tuxworth, Pro-Am house builder I don t want to take a big risk and shift over completely. I could become a professional, full-time garden designer if it took off, but I d prefer to see how it builds up slowly. I feel I am learning new skills the whole time and coming up against new challenges. Every project is different and poses new challenges. I feel stretched by this in a way I do not feel at work. It s a very creative feeling. You know when something is right. Dilip Lakhani, Pro-Am garden designer

14 2. The Pro-Am idea James Stewart describes himself, self-deprecatingly, as a wannabe tennis pro. Tennis dominates his life. He started playing on public courts in Hackney when he was nine and at the age of ten played his first competitive game. During his teens James s tennis playing became more competitive, but when most of his tennis peers left school at 16 to become professionals, James went on to do A levels and from there to Loughborough University on a tennis scholarship. After he left university he had some job interviews with banks but instead he took a job coaching at a north London tennis centre. One of his adult pupils suggested he should start playing competitively again. To play professionally, a player has to get a rating in a worldwide rating system which ranks players from 10 up to 1, the best. Good amateurs often have ratings in the 10 5 range. Only those with a ranking less than 4 can get into national British tournaments. Above that are Futures tournaments for emerging players, Challenger tournaments for professional players just below the top of the game and then finally the ATP tour with the likes of Agassi, Henman and Federer. James started in the amateur foothills of this worldwide system with tournaments played in the evenings. At the age of 26, James s life is dedicated to improving his national rating, which now stands at close to 2 and acquiring an elusive world ranking point that will get him into bigger tournaments. On an average day he is up at 6.30am and plays tennis against 18 Demos

15 The Pro-Am idea someone of his standard for two hours from 8am. After a rest they play for a further two hours, to 1pm. He has a big lunch and a nap before going to the gym. In the afternoon and early evening he coaches tennis, mainly to kids. That is his only source of regular income. After another big meal in the evening he sits down in front of the television to watch tennis. He reads two tennis magazines a month and watches anything up to three hours of tennis a night on satellite television. James also uses the web and his mobile phone to organise his activities. I could not survive without my mobile phone. I am away a lot at tournaments so it allows me to keep in touch, especially with people I am coaching. I can only sustain playing in tournaments by coaching so keeping in touch with clients is vital. He coaches for perhaps 20 hours a week and most of the appointments are organised via his mobile. James frequently visits a specialist, non-profit website, Steve G Tennis, which gathers results from Futures tournaments from around the world, including the qualifying rounds. Even specialist tennis magazines do not report these results. The Tennis One site provides digital footage, from several angles, of all the shots played by all the leading main players. If you want to see Andre Agassi s sliced crosscourt backhand from three angles, in slow motion, you can. James books all his cheap hotels and bed and breakfast accommodation for tournaments via the internet. Sustaining his Pro-Am lifestyle is a costly business. He has three rackets that need restringing once a week. A decent stringing machine costs about 1,500. A set of tennis balls, which last about an hour s intense practice, costs 6. He needs new tennis shoes every three weeks and a constant supply of clothing. The main expense is going to the tournaments, which generally take place with no spectators in anonymous sports centres around the country from Plymouth to Cardiff, Hull to North Wales. At the peak of the season James aims to be playing three tournaments a month, at a cost of about 200 per tournament. And often it s a long and fruitless journey. It s tough driving all the way to somewhere like Hull, checking into a bed and breakfast on your own, and getting yourself ready Demos 19

16 The Pro-Am Revolution only to be knocked out in the first round and then having to drive yourself all the way back to London. I cannot afford a coach. I have to motivate myself and pick myself up. But if I didn t think that at some point I could turn professional I would not do it. James Stewart is a Pro-Am: he bridges the professional and amateur divide. He is not a professional tennis player, even though he spends all his time playing tennis and earns his living from coaching. He plays tennis because he loves it; he s not in it for the money. Tennis is vital to his sense of identity. Yet James is not an amateur: he pursues his tennis with the dedication of a professional. He can trace a career in the sport, through which he has learned skills and earned rankings. He judges himself by professional standards. There are going to be more Pro-Ams in more walks of life and they are set to have a significant influence on society: socially, politically and economically. A Pro-Am pursues an activity as an amateur, mainly for the love of it, but sets a professional standard. Pro-Ams are unlikely to earn more than a small portion of their income from their pastime but they pursue it with the dedication and commitment associated with a professional. For Pro-Ams, leisure is not passive consumerism but active and participatory; it involves the deployment of publicly accredited knowledge and skills, often built up over a long career, which has involved sacrifices and frustrations. Pro-Ams demand we rethink many of the categories through which we divide up our lives. 14 Pro-Ams are a new social hybrid. Their activities are not adequately captured by the traditional definitions of work and leisure, professional and amateur, consumption and production. We use a variety of terms many derogatory, none satisfactory to describe what people do with their serious leisure time: nerds, geeks, anoraks, enthusiasts, hackers, men in their sheds. Our research suggests the best way to cover all the activities covered by these terms is to call the people involved Pro- Ams. 20 Demos

17 The Pro-Am idea Working at leisure Most Pro-Am activities take place outside normal working hours in the evenings, holidays and at weekends. So it makes sense to define these activities as non-work and so as leisure. Leisure is usually defined as a form of relaxation that allows people to recuperate from work. Yet Pro-Am leisure is a very serious activity involving training, rehearsal, competition and grading, and so also frustration, sacrifice, anxiety and tenacity. Pro-Ams report being absorbed in their activities, which yield intense experiences of creativity and selfexpression. Pro-Am activities seem to provide people with psychic recuperation from and an alternative to work that is often seen as drudgery. Leisure is often regarded as a zone of freedom and spontaneity, which contrasts with the necessity of work. Yet much Pro-Am activity is also characterised by a sense of obligation and necessity. Pro-Ams talk of their activities as compulsions. Work in organisations is defined by having to adhere to work schedules laid down by others. Many Pro-Ams engage in scheduled activities: practice and rehearsal sessions, for example. Yet the sense of control they feel over their time is vital to the pleasure they get. Pro- Ams can opt out if they wish, take a break. It s not compulsory. Pro-Am activities highlight the need to distinguish more carefully between serious and casual, active and passive, forms of leisure. As Rebecca Abrams puts it in The Playful Self: Play gives colour to the monochrome of daily existence. It is the salt to the meat of our everyday lives. A world of work without play is a recipe for tense, stressed, bored people, who are not only not working to the best of their ability, but not living to the best of their ability. 15 Consumption as production Pro-Ams spend a large share of their disposable income supporting their pastimes, whether through travel, equipment or entering Demos 21

18 The Pro-Am Revolution tournaments. Often they spend to become producers of services. Pro- Am actors who use their holidays to put on touring productions are investing their money to produce theatre. Computer programmers who are part of the open source movement buy computers, not just to play games, but to write better software for others to use. Pro-Am musicians and photographers want to use their instruments and cameras to produce work that other people want to hear and see. Pro-Ams create a sense of identity for themselves through consumption. Pro-Ams build up forms of cultural capital that they can deploy in their hobbies. This cultural capital is made up of skills and knowledge, of the norms and practices, of disciplines and subcultures, which then allows them to become part of that group or pastime. Amateurs with professional standards Pro-Ams are not professionals. They do not see themselves that way. They do not earn more than 50 per cent of their income from their Pro-Am activities. They might be aspiring proto-professionals, semiprofessionals or former-professionals, but they would not be regarded as full professionals. Yet to call Pro-Ams amateurs is also misleading. For many people amateur is a term of derision: second-rate, not up to scratch, below par. Pro-Ams want to be judged by professional standards. Many of the defining features of professionalism also apply to Pro- Ams: they have a strong sense of vocation; they use recognised public standards to assess performance and formally validate skills; they form self-regulating communities, which provide people with a sense of community and belonging; they produce non-commodity products and services; they are well versed in a body of knowledge and skill, which carries with it a sense of tradition and identity. Pro- Ams often have second, shadow or parallel careers that they turn to once their formal and public career comes to an end. Professionals are distinguished by the nature of their knowledge. Professionals are more likely to understand the theory behind good practice, while Pro-Ams might have strong know-how and technique. 22 Demos

19 The Pro-Am idea The stronger theoretical knowledge base of the professionals should allow them more scope for analysis and generalisation. It s easy to be a Pro-Am stargazer, but difficult to be a Pro-Am theoretical physicist. The relationship between amateurs and professionals is becoming more fluid and dynamic. It is not a zero-sum game. Professionals and Pro-Ams can grow together. Pro-Ams work at their leisure, regard consumption as a productive activity and set professional standards to judge their amateur efforts. Pro-Ams force us to distinguish serious leisure which requires regular commitment, skills and effort from casual leisure, which is more occasional and opportunistic. Active leisure, which requires the physical or mental engagement of participants should be distinguished from more passive forms of leisure, in which consumers are recipients of entertainment. Leisure is not homogenous: a lump of time left over after work. People engage in leisure activities of quite different intensities. Pro-Ams demand that we see professionals and amateurs along a continuum (see diagram below). Fully-fledged professionals are at one end of the spectrum, but close by we have pre-professionals (apprentices and trainees), semi-professionals (who earn a significant part of their income from an activity) and post-professionals (former professionals who continue to perform or play once their professional career is over.) These latter three groups of quasi professionals are Pro-Ams. Pro-Ams Devotees, Skilled Serious and Quasi- Fullyfans, amateurs committed professionals fledged dabblers amateurs professionals and spectators Demos 23

20 The Pro-Am Revolution These quasi-professionals often overlap with people who are serious and committed amateurs, who take part in public competitions, performances and displays. Skilled amateurs can be distinguished from amateurs who do not compete or perform. The continuum then stretches back to devotees, fans, dabblers and spectators. As you move from left to right along this continuum, the amount of knowledge, time and money earned from an activity (and invested in it) goes up. Pro-Ams operate in a range somewhere around the third-quarter of the line. 24 Demos

The 20th century was shaped by the rise of professionals. But now a new breed of amateurs has emerged... The Pro-Am Revolution How enthusiasts are changing our economy and society Charles Leadbeater Paul

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